Case study · Healthcare · Home care

From the first phone call to an active client in the EHR

A home care agency had leads coming from calls, forms, Google Ads, referral partners and a chatbot, and was re-keying new clients into WellSky by hand. I rebuilt its GoHighLevel account so every inquiry lands in a pipeline with an owner, gets a three-attempt follow-up, reports real outcomes to Google Ads, and moves into WellSky once the family signs on.

Client: Home care agency
Platform: GoHighLevel
Connected: WellSky · Google Ads · Outlook
Built: 30+ workflows · 9 pipelines

1,622inbound website calls routed automatically

4,700+client inquiries tracked in one pipeline

256"won" hand-offs into WellSky across all lead sources

225leads reporting real outcomes back to Google Ads

The system

Every source, one playbook, one hand-off to care

Each lead source feeds a pipeline with the same stages and the same call cadence. Won clients leave marketing and move into WellSky. Qualified leads and new clients are reported back to Google Ads, so the ad budget follows real results.

Comes in

Website callsAnswered, missed, voicemail

Contact forms & chatbotConversation AI

Google AdsTagged by campaign

Paid referral partnersOutlook email → Sheet

GoHighLevel

Call routernew vs existing

3-attempt cadenceemail + SMS

Spam & job-seeker filterclean data

9 pipelinesone owner each

Goes out

WellSkyWon clients handed to care

Google AdsQualified · Assessment · Client

Staff alertsSMS and internal notifications

System 1 · Intake

Inbound call router

Missed calls from families depended on someone remembering to call back.

Every call to the tracked website numbers triggers the workflow, whether it was completed, busy, canceled or went to voicemail.
It first checks whether the caller is already in a workflow, so existing families aren't treated as new leads.
New callers are assigned to the intake coordinator, get an opportunity in New Client Inquiries, and trigger a staff alert.
Missed new callers get an instant confirmation text so the family knows a callback is coming.

1,622 calls routed4,700+ inquiries tracked

Inbound call workflow: tag, active-in-workflow check and branches for existing and new callers — **New or existing?** The first decision separates returning families from new inquiries.

Call outcome branches with alerts, assignment, opportunity creation and confirmation SMS — **By call outcome.** Busy, voicemail or completed: each gets the right alert, owner and text. The staff name is blurred.

System 2 · Follow-up

Three-attempt call cadence

Follow-up stopped after the first try that didn't connect.

Moving a lead to No Contact → 2nd Call Needed sends a "sorry we missed you" email and SMS, then waits 2 days.
A reply alerts staff. No reply finds or creates the opportunity and moves it to the next attempt.
The same cadence runs in the organic, paid ads and paid referral pipelines.

Attempt 1Call. Missed: email + SMS

Attempt 22nd call needed, 2-day wait

Attempt 33rd call needed, final try

ThenFuture follow-up / nurture

Pipeline stage trigger followed by missed-call email, SMS and a 2-day wait — **Missed-call touch.** A stage change sends the email and SMS, then the 2-day wait starts.

Reply branch notifies staff; timeout branch finds or creates the opportunity — **Reply or advance.** A reply alerts staff. Silence moves the lead to the next attempt.

System 3 · Hand-off

Won → WellSky, automatically

New clients were re-keyed into the EHR by hand and sometimes lost between sale and care.

Three triggers (a "won" tag, a move to the Won stage, or the opportunity marked Won) all feed one workflow, however staff close the deal.
The client is tagged, removed from every marketing workflow, announced to the team, and moved into the WellSky Clients pipeline.
That pipeline follows the care relationship: Prospect in WellSky → Active Client → On Hold → Discharged → Past Client.

38 active clients30 prospects in setup

Three triggers: won tag, won pipeline stage, opportunity status won — **Three ways to win.** Tag, stage or status all start the same hand-off.

Hand-off steps: tag, update opportunity, remove from all workflows, notify team — **Clean exit from marketing.** The client is removed from all workflows and the team is alerted.

Won hand-offs by lead source

Workflow enrollments into "Won → Import to WellSky"

Organic inquiries123
Google Ads79
Paid referrals54

WellSky clients pipeline

68 clients currently in the pipeline

Active client38
Prospect in WellSky30

System 4 · Attribution

Google Ads learns from real clients

Google Ads only saw form fills, so it optimized for the cheapest leads, not the best ones.

Google Ads leads are tagged by campaign when they arrive.
The workflow waits up to 90 days for each lead to reach a real milestone.
Each milestone is sent to Google Ads as an offline conversion, so bidding follows families who actually sign on.

Lead tagged by campaign→ Qualified lead→ Free assessment→ Became client

225 leads tracked139 inside the 90-day window

Campaign tag triggers into a 90-day wait for qualified or won status — **90-day attribution window.** Campaign tags start the wait for a qualified or won status.

Status check branches sending Qualified Lead, Free Assessment and Became Client to Google Ads — **Three conversion actions.** Each milestone is sent to Google Ads.

System 5 · Referral intake

Referral emails become leads, without duplicates

Paid referral partners sent leads by email, and staff copied them in by hand.

Referral emails in Outlook are logged to a Google Sheet and posted to GHL by inbound webhook.
GHL creates the contact, assigns the intake coordinator, and writes a lead summary note.
A two-step duplicate check looks in Paid Referral Leads, then in WellSky Clients, before creating anything new.

87 referral leads captured

Inbound webhook creates contact, assigns user, adds summary note, finds opportunity — **Intake.** Webhook, contact, owner and summary note.

Find opportunity in referral pipeline then WellSky pipeline before creating — **Duplicate check.** Only families who are new to both pipelines become new opportunities.

System 6 · Data quality

Spam out, job seekers sorted

Spam, robocalls, sales pitches and caregiver job seekers were mixed in with client inquiries.

Website form fills are screened for spam. Contacts tagged as spam, sales or wrong intent are removed from every workflow.
Robocalls are deleted outright.
Chatbot conversations that turn out to be job seekers are tagged and kept out of client follow-up. Applicants are tracked in a separate Caregiver Recruiting pipeline.
SMS consent on the contact form, DND settings, and a contact-completeness check keep the CRM compliant and usable.

120 spam contacts filtered110 caregiver applicants tracked

Spam filter with five triggers and branches for form submissions, spam tags and robocalls — **Five ways in, three outcomes.** Form screening, removal from workflows, or deletion.

Structure

Nine pipelines, one for each job

Each pipeline answers one question for the team, from "who needs a call today?" to "which clients are active in care?"

Pipeline	What it tracks
New Client Inquiries	Main intake, 15 stages from new lead to won, plus not-a-fit and spam
Paid Ads	Google Ads leads, using the same stages and cadence
Paid Referral Leads	Leads from paid referral partners
External Referral Partners	Referral-source relationships
WellSky Clients	After the sale: in WellSky, active, on hold, discharged, past
Caregiver Recruiting	Applicant → phone screen → interview → job offer
Chatbot	Conversation AI leads
E-Book	Content download leads
Legacy → Reactivation	Re-engaging older contacts through the blog and newsletter

How it's built

Tools and design choices

GHL WorkflowsCall-status triggersMulti-trigger workflowsFind / create opportunityGo-To branching9 PipelinesConversation AIWellSkyGoogle Ads offline conversionsInbound webhooksOutlook + Google SheetsReview requestsSMS compliance

Every source runs the same play

Organic, paid and referral leads share stages and a cadence, so staff always know the next step.

Missed calls get followed up

A missed call becomes a text, an owner, an opportunity and a scheduled follow-up.

Closed-loop ad spend

Google Ads learns from assessments and signed clients, not form fills.

Clean hand-off to care

Won clients leave marketing automatically and land in the WellSky pipeline.